Pengaruh Kepedulian Lingkungan, Informasi Produk, Harga, dan Keamanan Pangan terhadap Niat Beli Buah Suboptimal di Kota Bogor

Abstract

Buah suboptimal adalah buah dengan kondisi fisik tidak sempurna namun masih layak dikonsumsi, berpotensi menjadi alternatif konsumsi sekaligus mengurangi food loss and waste. Penelitian ini menganalisis pengaruh kepedulian lingkungan, informasi produk, harga, keamanan pangan, sikap, norma subjektif, dan kontrol perilaku terhadap niat beli buah suboptimal di Kota Bogor menggunakan Theory of Planned Behavior. Data diperoleh dari 200 responden rumah tangga di Bogor Barat dan Tanah Sareal dan dianalisis dengan PLS-SEM. Hasil menunjukkan sikap, norma subjektif, dan kontrol perilaku berpengaruh positif signifikan, dengan sikap memiliki koefisien terbesar, sementara informasi produk dan harga tidak signifikan, dan kepedulian lingkungan serta keamanan pangan berpengaruh signifikan namun negatif. Temuan ini menegaskan pentingnya pembentukan sikap positif, dukungan sosial, dan kemudahan akses konsumen sebagai strategi pemasaran buah suboptimal.

Suboptimal fruit is fruit with imperfect physical condition but still fit for consumption, with potential to serve as an alternative for consumption while reducing food loss and waste. This study analyzes the influence of environmental concern, product information, price, food safety, attitude, subjective norma, and perceived behavioral control on purchase intention toward suboptimal fruit in Bogor City using the Theory of Planned Behavior. Data were obtained from 200 household respondent in Bogor Barat and Tanah Sareal and analyzed using PLS-SEM. The result show that attitude, subjective norms, and perceived behavioral control have a significant positive effect, with attitude having the largest coefficient, while product information and price are not significant, and environmental concern and food safety have a significant but negative effect. The findings affirm the importance of building positive attitudes, strengthening social support, and improving consumer access as part of a marketing strategy for suboptimal fruit.